Keep Them Turning (and Returning)

Where in the world have I been? Not recently posting…thoughtthe mental posts have been flying off left and right, they haven’t made their way to “Yes to Know” yet…tonight, I plan to break that pattern. I’d like to say I’ve been on a world class holiday to an exotic locale–who wouldn’t–what I have been on is a jouney into the Realms of Meetings, meetings, meetings–to the point of brain frizzle at times in the past month or so. It’s all good…pushing my bounds for sitting and thinking out loud as well as listening and rolling with it, working to keep a vision even during some blurry moments—in other words, I’m involved in a huge work project that is absorbing most every last minute of my day.
In the middle of this series of meetings and changing the world as we know it, I went away for 5 days to the Duke Writer’s Workshop where I attending a novel writing workshop led by novelist Lynn York. A great workshop where I learned more about the craft of writing as well as the craft of letting-go (re: very little Internet connection and dealing with the urge to check in at work each hour while away far back into a mountain retreat center).
So…any good lesson is one worth applying across many fields: One of the ideas that floated to the surface in the workshop is that writer’s really must consider what keeps the reader turning the page. What will drive them on to the end of the story? Makes sense. Plot, love of character, suspense, you get it…
Nooooooooooow, tell me this: what do we do to keep our customers “turning the page?” What do we do to keep the returning? What do we consciously create to make the experience of walking through our doors a “new chapter” each time? Are we changing out the scenery (take a note from your favorite retailer–try Urban Outfitters, you can work wonders with a few cans of paint, newspaper and and old sofa!)? Are we catching them just before they walk out the door with a taste of why they should come back ( a list of soon to be releaseed books, cds or dvds). Are we spending as much time thinking about what will bring back our users again and again as we are sitting in meetings?

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